SDF Deepens African Expansion with New Western Cape Commercial Branch
Cape Town and the Western Cape’s growing reputation as a globally competitive agricultural hub continues to attract international investment, with the 100-year-old Italian agricultural machinery manufacturer SDF Group, behind SAME tractors, DEUTZ-FAHR tractors and GREGOIRE grape harvesters, officially opening its South African commercial subsidiary in Paarl.
Located within the Cape Winelands, the office will oversee the commercial operations of SDF’s brands in South Africa, including Deutz-Fahr, SAME and Gregoire, through existing importer and dealer partnerships.
The opening follows SDF’s recent relaunch and consolidation of its Deutz-Fahr and SAME brands in South Africa, announced earlier this month at the NAMPO Fair in Bothaville. South Africa remains the largest tractor market in Africa, with increasing demand for mechanisation and productivity-enhancing technologies across the agricultural sector. The Cape Winelands region is strategically important to SDF, reflecting a relationship that spans more than six decades. In 1959, the company signed its first African partnership in South Africa, introducing its renowned vineyard tractors to Stellenbosch. With over 100 years of experience manufacturing specialised orchard and vineyard tractors, SDF shares a deep-rooted heritage with the Cape Winelands and South Africa’s agricultural sector.
The investment further strengthens the region’s agricultural and agri-processing ecosystem, with Cape Town and the Western Cape accounting for over 52% of South Africa’s primary agriculture, valued at US$3.76 billion. Europe, the United States and China remain among the province’s key agricultural trading partners.
Between 2014 and 2023, the sector attracted more than US$350 million in greenfield investment, reflecting continued confidence in the region’s agricultural economy and export potential. With over 2 million hectares under production, alongside increasing adoption of smart farming, precision agriculture, and agri-processing automation, the province continues to strengthen its position as a globally competitive agricultural destination.
Commenting on the investment, Wesgro CEO, Wrenelle Stander, said: “This investment reflects growing momentum within the Western Cape’s agricultural and agri-processing sectors and further reinforces the region’s position as a globally competitive destination for agricultural investment and innovation.”
Western Cape Minister of Agriculture, Economic Development and Tourism, Dr. Ivan Meyer, welcomed the investment, saying: “This investment further strengthens the Western Cape’s position as a leading agricultural and agri-processing hub. It will help support mechanisation, improve productivity and contribute towards long-term growth and job creation within the sector.”
Mayoral Committee Member for Economic Growth at the City of Cape Town, James Vos, added: “Cape Town and the Western Cape continues to attract international companies looking to grow within our region. SDF’s investment highlights the strength of our agricultural sector and the important role it plays in supporting exports, investment and economic growth.”
Speaking at the launch, SDF CEO Lodovico Bussolati said: “The opening of SDF South Africa marks an important milestone for SDF and reflects our long-term commitment to South Africa’s agricultural sector. Through our local presence, we aim to strengthen partnerships, support farmers, and build enduring trust as we grow alongside the market.”
Bussolati added that the recent relaunch of the Deutz-Fahr and SAME brands in South Africa marked “a significant milestone in SDF’s growth journey in Africa” and reflects the company’s commitment to strengthening local partnerships and investing in the long-term future of South Africa’s farming community.
As part of its local market strategy, SDF is working alongside two key South African partners. Kempston Agri, part of the Kempston Group, will distribute the SAME heritage brand across South Africa through its existing dealer network, while Smith Power Equipment, part of the Royal Reesink Group, will oversee the nationwide distribution of the DEUTZ-FAHR premium product range. Together, the partnerships will provide South African farmers with access to tractors ranging from 45 to 350 horsepower, as well as one of the world’s most comprehensive portfolios of specialised vineyard and orchard machinery, including GREGOIRE grape harvesters.
The Paarl office is strategically located near key agricultural production areas, including the Cape Winelands, orchard regions and citrus-growing areas, where mechanisation is playing an increasingly important role in enhancing productivity, quality and export growth. The investment also aligns with SDF’s focus on orchard mechanisation, a segment that has shown strong growth and resilience, contributing to South Africa’s export-driven agricultural economy.
Alexandre Duffar, Regional Business General Manager for Sub-Saharan Africa at SDF, said the company is now focused on building on the momentum created during its repositioning phase in South Africa and expanding alongside its local partners in the years ahead, driven by a foundation of trust and partnership that has enabled SDF to establish enduring relationships across the market.
SDF Chief Commercial Officer, Alessandro Maritano, added: “This milestone in the country cements SDF’s commitment to South Africa through a customer-centric strategy and local expertise. By leveraging strong partnerships and a distinct market approach, we are committed to shaping the future of the region’s agricultural sector.”
Globally, the food market is projected to reach US$9.12 trillion in 2024, growing at an annual rate of 6.7%, creating increasing demand for innovation and productivity across agricultural markets.
Founded in Italy and headquartered in Treviglio, Bergamo, SDF is one of the world’s leading manufacturers of tractors, autonomous electric tractors and diesel engines. The company’s expansion into the Western Cape forms part of its broader African growth strategy following the opening of its first Sub-Saharan African commercial subsidiary in Tanzania in 2025.
Today, SDF continues to develop smart tractors that enhance operational efficiency and agricultural productivity, while supporting the digital transformation of agriculture across African markets. The establishment of its African operations, backed by experienced on-the-ground leadership and dedicated local resources, positions the company to accelerate the adoption of advanced agricultural technologies across the continent.
